外包平台上共创产品的定价时机：理论建模和实验发现讲座时间：6月17日（周四）9:30参与方式：ZoomID 936 1011 5447主讲人：杨莹

01主讲人介绍

Ying Yang is an Assistant Professor of Marketing at University of Iowa. She holds a Ph.D. in Marketingfrom the University of Houston. Motivated by her own working experience insales, she studies sales force compensation, pricing, and marketing strategies.Her research combines theoretical game theory and behavioral economics, aimingto understand the motivation of sales force and to derive optimal strategy recommendations. She has published in

02讲座内容

On freelance platforms, thecustomers and the freelancers are both involved in the product co-creationprocess. Their collaborative effort influences the product quality and price.With a game-theoretical framework, we show that the users of freelance platformscould benefit from determining the price before co-creation (early) rather thanafter co-creation(late). Our model predicts that the freelancer and thecustomer invest higher effort to create a higher-quality product with earlypricing. Consequently, the freelancer earns a higher profit, and the customerachieves a higher consumer surplus. We conduct behavioral experiments to testthese predictions and find that with early pricing the freelancer indeedcharges a higher price and earns a higher profit, but the product quality andconsumer surplus are not higher as predicted.The discrepancy between thetheory and behavioral results arises because freelancers take advantage ofearly pricing by charging customers higher prices without investing theadequate effort.

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